Ben Cohen’s Charity Underwear Line

In our profile of the rugged Bluebuck underwear brand last week, we teased that a large announcement was set to arrive from the brand. That news arrived over the weekend, and has many people very, very excited. If you haven’t heard: a partnership between Rugby star and homosexual rights advocate, Ben Cohen, and Bluebuck has been formed and many accompanying pictures have been released.

Proceeds of the partnership will go towards Cohen’s charity, the StandUp Foundation, an organization dedicated to combatting bullying, especially the bullying of children who might be lesbian, gay, bisexual or transgender.

Launched in 2010, Bluebuck is an underwear brand with a conscience. With environmental concerns at the forefront focus of their production, Bluebuck aims to represent the rugged outdoorsman, and all that he appreciates.

“Ben’s love of outdoor sports and dedication to his StandUp Foundation makes for a perfect match with Bluebuck’s values of outdoor adventures, men being men, and climate friendly production.” Bluebuck said in a released statement.

One of the highest scoring players in British Union Rugby history, Cohen announced last year that he was foregoing a three year contract in favor of opening his charity to fight homophobia. Though popular in the gay community, and featured in many pictorials on gay sites, the rugby champ himself is straight, with a wife and two daughters. Cohen is highly passionate about his foundation’s cause, too: “I might play the most violent sport in the world, but I still know right from wrong,” he said in a recent interview. “The important thing is to educate people about what bullying does. It’s about understanding.”

The new line of Bluebuck/StandUp Foundation underwear is set to include briefs ($32), trunks ($35), and boxers ($38) available in either white or navy. Check out the photos below featuring Ben Cohen muddy and rough from the field, sporting nothing but his Bluebuck briefs!